Authors Urban Enterprise Matt Ainsaar MPIA CPP MAPI Mike Ruzzene MPIA CPP Jo Jo Chen MPIA Planisphere Lisa Riddle MPIA CPP Liz Jardine MPIA CPP © Copyright, Urban Enterprise Pty Ltd, August 2008. This work is copyright. Apart from any use as permitted under Copyright Act 1963, no part may be reproduced without written permission of Urban Enterprise Pty Ltd. Document Information Filename: Coranagmite Tourism Opportunities Study - FINAL DRAFT DECEMBER 2010 File Size: 11657 kb Disclaimer Neither Urban Enterprise Pty. Ltd. nor any member or employee of Urban Enterprise Pty. Ltd. takes responsibility in any way whatsoever to any person or organisation (other than that for which this report has been prepared) in respect of the information set out in this report, including any errors or omissions therein. In the course of our preparation of this report, projections have been prepared on the basis of assumptions and methodology which have been described in the report. It is possible that some of the assumptions underlying the projections may change. Nevertheless, the professional judgement of the members and employees of Urban Enterprise Pty. Ltd. have been applied in making these assumptions, such that they constitute an understandable basis for estimates and projections. Beyond this, to the extent that the assumptions do not materialise, the estimates and projections of achievable results may vary. CONTENTS GLOSSARY I KEY FINDINGS III INTRODUCTION III PART A TOURISM OPPORTUNITIES IV VISITATION TO CORANGAMITE SHIRE IV VISITATION PATTERNS IV VISITOR DEMAND FOR TOURISM PRODUCT V TOURISM PRODUCT VI ACCOMMODATION VII PLANNING FRAMEWORK VIII CONCLUSION VIII PART B: IMPLEMENTATION IX APPROACH IX TOURISM PRECINCTS IX SHORTLISTED SITES X 1. INTRODUCTION 1 1.1. BACKGROUND 1 1.2. REPORT FORMAT 1 1.3. APPROACH 2 2. STRATEGIC POLICY CONTEXT FOR TOURISM DEVELOPMENT 4 2.1. INTRODUCTION 4 2.2. REGIONAL CONTEXT 4 2.3. STATE STRATEGIC PLANS AND POLICY 6 2.4. LOCAL STRATEGIC PLANS AND POLICY 8 2.5. KEY FINDINGS 10 3. VISITOR MARKETS 12 3.1. INTRODUCTION 12 3.2. TOURISM FORECASTS 12 3.3. ESTIMATED TOURIST VISITATION 13 3.4. CORANGAMITE SHIRE PRIMARY RESEARCH RESULTS 15 3.5. CORANGAMITE SHIRE VISITOR MARKETS – SECONDARY RESEARCH RESULTS 17 3.6. MARKET SEGMENTATION 27 3.7. KEY FINDINGS 28 4. TOURISM PRODUCT 30 4.1. INTRODUCTION 30 4.2. TOURISM PRODUCT REVIEW –CORANGAMITE SHIRE 30 4.3. COMPETITOR ANALYSIS 33 4.4. KEY FINDINGS 35 CORANGAMITE SHIRE TOURISM URBAN ENTERPRISE OPPORTUNITIES STUDY DRAFT DECEMBER 2010 CORANGAMITE SHIRE COUNCIL 5. ACCOMMODATION DEMAND AND SUPPLY ANALYSIS 37 5.1. INTRODUCTION 37 5.2. SUPPLY ANALYSIS 37 5.3. DEMAND ANALYSIS 45 5.4. KEY FINDINGS 51 6. PLANNING AND DEVELOPMENT FRAMEWORK 52 6.1. INTRODUCTION 52 6.2. TOURISM DEVELOPMENT 52 6.3. LAND USE REVIEW 53 6.4. LAND USE DEFINITIONS 57 6.5. KEY FINDINGS 64 7. OUTCOMES FROM CONSULTATION 65 7.1. INTRODUCTION 65 7.2. COACH TOUR OPERATORS 65 7.3. DEVELOPERS AND INVESTORS IN TOURISM 66 7.4. CORANGAMITE TOURISM INDUSTRY AND COMMUNITY 67 7.5. COUNCIL STAFF 69 7.6. COMMUNITY ATTITUDES TOWARDS TOURISM 70 8. TOURISM OPPORTUNITIES FINDINGS AND DIRECTIONS 71 8.1. TOURISM PRODUCT 71 8.2. ACCOMMODATION 72 8.3. PLANNING FRAMEWORK 73 8.4. CONCLUSION 73 PART B – IMPLEMENTATION 75 9. IDENTIFICATION OF POTENTIAL TOURISM DEVELOPMENT SITES 76 9.1. INTRODUCTION 76 9.2. NORTHERN CORANGAMITE INVESTIGATION PRECINCTS 80 9.3. REVIEW OF COASTAL TOURISM DEVELOPMENT PRECINCTS 84 10. SITE ASSESSMENT 88 10.1. THE PURPOSE OF THE SITE ASSESSMENT 88 10.2. METHOD 88 10.3. SITE ASSESSMENT FRAMEWORK 89 10.4. POLICY CONTEXT 89 10.5. SITE 1: ‘GLENELG HIGHWAY, SKIPTON’ 95 10.6. SITE 2: ‘MT WIDDERIN CAVES’ 100 10.7. SITE 3: ‘MT ELEPHANT, DERRINALLUM’ 104 10.8. PRECINCT 4: LAKE PURRUMBETE 108 10.9. SITE 5: ‘GLENORMISTON COLLEGE’ 112 10.10. PRECINCT 6: TIMBOON AND SURROUNDS 116 10.11. SITE 7: ‘SCOTTS CREEK GENERAL STORE’, 120 10.12. SITE 8: ‘CAMP COORIEMUNGLE’ 123 CORANGAMITE SHIRE TOURISM URBAN ENTERPRISE OPPORTUNITIES STUDY DRAFT DECEMBER 2010 CORANGAMITE SHIRE COUNCIL 10.13. SITE 9: ‘PETERBOROUGH AIRFIELD’ 126 10.14. SITE 10: ‘PORT CAMPBELL WEST’ 130 10.15. PRECINCT 11: LOCH ARD 135 10.16. SITE 12: ‘GLENAMPLE HOMESTEAD’ 140 10.17. PRECINCT 13: ‘KANGAROOBIE, PRINCETOWN, GELLIBRAND LOWER’ 144 10.18. PRECINCT 14: ‘PRINCETOWN EAST’ 148 10.19. PRECINCT 15: ‘MOONLIGHT HEAD WEST’ 152 10.20. PRECINCT 16: MOONLIGHT HEAD EAST 157 10.21. SUMMARY OF RECOMMENDATIONS 161 FIGURES TABLE 2 OVERVIEW OF TOURISM PRODUCT SUPPLY IN CORANGAMITE SHIRE 31 FIGURE 1 ROOM NIGHTS OCCUPIED CORANGAMITE SHIRE 08/09 – 06/07 46 FIGURE 2 ROOM OCCUPANCY RATE CORANGAMITE SHIRE 08/09 – 06/07 47 FIGURE 3 PLANNING SCHEME USE DEFINITIONS AND NESTING DIAGRAM – TOURIST RELATED USES 58 TABLES TABLE 1 ANNUAL VISITATION SUMMARY, CORANGAMITE SHIRE, 2009 (PAVE) 13 TABLE 3 PRODUCT STRENGTHS IN SURF COAST, COLAC OTWAY, CORANGAMITE AND WARRNAMBOOL 34 TABLE 4 OVERVIEW OF ACCOMMODATION SUPPLY 38 TABLE 5 SUPPLY OF SELF CONTAINED ESTABLISHMENTS IN CORANGAMITE SHIRE 40 TABLE 6 SUPPLY OF CARAVAN PARKS IN CORANGAMITE SHIRE 41 TABLE 7 SUPPLY OF MOTELS IN CORANGAMITE SHIRE 42 TABLE 8 SUPPLY OF BED AND BREAKFAST ESTABLISHMENTS IN CORANGAMITE SHIRE 43 TABLE 9 SUPPLY OF BACKPACKER HOSTELS IN CORANGAMITE SHIRE 44 TABLE 10 SURVEY OF TOURIST ACCOMMODATION, HOTELS, MOTELS AND SERVICED APARTMENTS WITH FIVE ROOMS OR MORE 45 TABLE 11 OCCUPANCY RATE FOR CARAVAN PARKS IN CORANGAMITE SHIRE JUNE 08 – JUNE 09 47 TABLE 12 REASON OF VISIT COMPARED WITH TYPE OF VISITOR, CORANGAMITE SHIRE (2006, 2007 AND 2008) 48 TABLE 13 TYPE OF HOTEL, MOTEL, RESORT OR MOTOR INN COMPARED TO TYPE OF VISITOR, CORANGAMITE SHIRE (2006,2007,2008) 49 TABLE 14 SELECTED ACCOMMODATION ROOM RATES, PER DOUBLE PER NIGHT 49 TABLE 15 TRENDS IN ROOM OCCUPANCY 2005-2009 - VICTORIA 50 TABLE 16 PLANNING PERMITS APPROVED FOR TOURISM RELATED DEVELOPMENT IN CORANGAMITE SHIRE 2004-2009 53 TABLE 17 OVERVIEW OF TOURISM-RELATED USES IN RURAL ZONES 60 TABLE 18 SUMMARY OF RECOMMENDATIONS 161 CORANGAMITE SHIRE TOURISM URBAN ENTERPRISE OPPORTUNITIES STUDY DRAFT DECEMBER 2010 CORANGAMITE SHIRE COUNCIL GLOSSARY Corangamite CMA This is the area that is defined by the Catchment Management Authority. It is used for the ABARE statistics provided by the ABS. Great Ocean Road Region This includes the municipalities of Surf Coast, Colac Otway, Corangamite and Warrnambool. Country Victoria This refers to all Tourism Regions outside Melbourne defined by the ABS. ABS Australian Bureau of Statistics, responsible for national statistics relating to population and industry. TRA Tourism Research Australia NVS National Visitor Survey – An Australian wide phone survey of more than 80,000 respondents per year. IVS International Visitor Survey – A survey of international visitors to Australia conducted in international airport departure lounges Australia wide. Overnight Visitor In the NVS an Overnight Visitor is someone who is taking a trip involving a stay away from home for at least one night, at a place at least 40km from home. Visitor Nights Visitor Nights refer to the number of nights spent away from home in association with individual visits. Daytrip visitors Daytrip visitors are those who travel for a round trip distance of at least 50 kilometres, are away from home for at least 4 hours, and who do not spend a night away from home as part of their travel. International Visitors International Visitors are those who are visiting Australia, and staying away from their home Country for less than 12 months. Average Length of Stay Average length of stay is expressed in numbers of days and calculated by dividing guest nights by guest arrivals. Bed Spaces Three quarter beds are counted as one bed space; double beds as two bed spaces. Cots are excluded. Capacity Capacity in terms of Guest Rooms/Units or Bed spaces is the maximum number available to accommodate paying guests during the survey period. Establishments The number of Hotels, Motels and Guest Houses and Serviced Apartments within the scope of the survey, which operated for any part of the survey period. Guest Arrivals The total number of paying guests counted on the first night they stayed in the accommodation establishment. Guest Rooms The total number of rooms available at each establishment at the end of the survey period for accommodating short term paying guests. Units and apartments within serviced apartments are treated as rooms in these survey results. Occupancy Occupancy in terms of room nights refers to the total number of nights each paying guest stayed during the survey period. Occupancy Rate Occupancy Rates represents Occupancy expressed as a percentage of total capacity available during the survey period. Room Occupancy rate (%) = Room Nights Occupied (Guest Rooms)*(Room Nights Available) Persons Employed The total number of persons working at each accommodation establishment at the end of the survey period. Room Nights Number of rooms physically occupied. Guest Nights The number of guests physically staying in the accommodation facility for the particular quarter. Room Nights Available The number of Guest Rooms/Units available multiplied by the number of days for which they were available during the survey period. For establishments closing (other than for seasonal reasons) or opening during this period, operating periods only are included. Small Accommodation Accommodation establishments with 5 to 14 rooms. Establishments CORANGAMITE SHIRE TOURISM i URBAN ENTERPRISE OPPORTUNITIES STUDY DRAFT DECEMBER 2010 CORANGAMITE SHIRE COUNCIL Large Accommodation Accommodation establishments with 15 rooms or more. Establishments Takings from Accommodation Gross revenue from the provision of accommodation, including bed taxes. Takings from meals are excluded. Takings from accommodation for each month generally represent the takings received during that month. Where payments are received in advance of, or after, the provision of accommodation to guests, the monthly figure for takings from accommodation may not necessarily bear direct relationship to the number of guests accommodated during that month.